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 Committed to ending stunting in children under 2 years in 2030! i

Foreword
The government of Ethiopia has developed and launched the
National Food and Nutrition Strategy in August 2021. To catalyze its
implementation, we are implementing an innovative government of
Ethiopia commitment to end stunting in Ethiopia among children
under two years by 2030 through effective coordination and
collaboration of sectors, communities and development partners,
focusing on high impact nutrition specific, nutrition sensitive and
infrastructure interventions catalyzed through social behavior
change communications.

The Seqota Declaration (SD) is being implemented in three phases: the Innovation; Expansion and
National Scale Up Phases. During the SD Innovation Phase (2016 to 2020) six innovations were tested
to catalyze the delivery of SD strategic initiatives to reduce stunting. During the Innovation Phase to
create wide range of public movement for Social and Behavior Change Communication (SBCC) the
PDUs in collaboration with sectors and partners have developed the first 1000 plus public movement
strategy using Socio-ecological model and implemented at all levels. The impact evaluation of the
Innovation Phase the SBCC interventions implemented through First 1000 Days plus Public Movement
were found to be effective for the number of children prevented from death and averted from stunting.
Based on the lessons generated from the Innovation Phase and the recommendations of the impact
study we have made revisions and developed the second version of the public movement guideline
to be used in the Expansion Phase as well as all regions and city administration where the Food and
Nutrition Strategy being implemented.

The First 1000 Days plus Public Movement for SBCC guideline aims to guide the implementation of
different evidence driven social mobilization and behavior change communication activities. The
guideline is developed through consultative process with national food and nutrition implementing
sectors, nutrition development partners, Civil society organizations and regional stakeholders.

Finally effective communication, commitment, accountability, coordination and linkage of all nutrition
implementing sectors are crucial to achieve the objective of the guideline as well the bigger goal of
ending stunting and all other forms of malnutrition by 2030.

Lia Tadesse (MD, MHA),

Minister of Health
Federal Democratic Republic of Ethiopia
 Committed to ending stunting in children under 2 years in 2030! iii

Acknowledgment

The First 1000 Day’s Plus Public Movement for Social and Behavior
Change Guideline was successfully developed with the efforts
and involvement of numerous food and nutrition implementing
stakeholders.

Ministry of Health acknowledges the contributions and commitment of

Seqota Declaration Expansion Phase Federal & Region Implementing
Sectors food and nutrition focal persons, Public Relation and
communication Directors and experts of the food and nutrition
strategy and Seqota Declaration implementing sectors, Health
promotion and Education team and key implementing partners and
civil society organizations.

We would also like to warmly thank the technical and financial contributions of our esteemed
development partners for their technical and financial support during the guideline revision workshops.
Special acknowledgment goes to ECSC-SUN and Nutrition International for designing and printing this
guideline.

Name of Participant Organization Name of Participant Organization

Hiwot Darsene MOH Tewodros Kebede MOH

Dr Sisay Sinamo MOH Diriba Tola MoH

Bezawit Tamiru MOH Hailemariyam Addise MOH

Abera Dibabe MOH Yonatan Mamo MOH

Fesseha Tekle MOH Gashaw Adane Amhara SD PDU

Bisrat Haile MOH Muluken Bekele Sidama SD PDU

Kefyalew Muleta MOH-Max Foundation Tewabech Tesfalegn JHU CCP

Tamrat Seyoum MOH Israel Hailu ECSC -SUN

Mesfin Gobena MOH Meheret Tena ECSC -SUN

Kebede Mamo MOH Segedu Ayele UNICEF

Daniel Tsegaye MOH

Hiwot Darsene (BSC, MSC),

Lead Executive Officer,
Nutrition Coordination Office, Minister of Health
Federal Democratic Republic of Ethiopia
Contents
Foreword i

Acknowledgment iii

Abbreviations and Acronyms v

Introduction 1

The Social Behavior Change Communication (SBCC) - Context of the Sectors 6

Key Behavior Change Focus Areas for the Public Movement 8

Communication Principles and Tactics 14

SBCC Strategies, Platforms and Channels 19

Strategic Objectives, Outcomes, Outputs and Major Activities 21

The First 1,000 day’s Plus Public Movement Implementation Strategy & Coordination 26

Monitoring and Evaluation 28

Sustainable Financing 34

References 36
 Committed to ending stunting in children under 2 years in 2030! v

Abbreviations and Acronyms

AEWs Agricultural Extension Worker

BOE Bureau Of Education
CC Community Conversation
CLTS Community Led Total Sanitation
CSO Civil Society Organizations
DA Development Agent
EDHS Ethiopian Demographic Health Survey
FHC Family Health Card
GDP Gross Domestic Product
HCP Health Care Professional
HDA Health Development Army
HEW Health Extension Workers
HF Health Facility
IYCF Infant Young Child Feeding
IEC/BCC Information Education Communication/Behavior Change Communication
LW Lactating Women
NNP National Nutrition Program
PDU Program Delivery Unit
PHCU Primary Health Care Unit
PW Pregnant Women
SBCC Social Behavior Change Communication
SD Seqota Declaration
SM Social Mobilization
SS Supportive Supervision
TWG Technical Working Group
Introduction
Introduction
1
 Committed to ending stunting in children under 2 years in 2030! 1

Malnutrition refers to deficiencies, excesses or imbalances in a person’s intake of energy and/or

nutrients (WHO 2020). It is also defined as both under-nutrition and over nutrition, which includes
micronutrient and macronutrient deficiencies and negatively impacts both individuals and populations.
Under-nutrition inhibits the body’s immune system from fighting disease and impedes cognitive,
social-emotional, and motor development. Under-nutrition contributed to 3.1 million (45 percent of)
child deaths worldwide in 2011. In Ethiopia nearly 1 out of every 4 reported deaths of children is
associated with under nutrition (EPHI, COHA, 2009).

Under nutrition not only increases the frequency and severity of common infections and the risk of
dying from them, but it also has long-term consequences on growth and development. Malnutrition is
associated with impaired cognitive ability, reduced school and work performance, and increased risk
of non-communicable diseases later in life (UNICEF Annual Report, 2016.) Cost of hunger study done
in Ethiopia indicated that Ethiopia losses ETB 55.5 billion (16.5 %) of GDP in 2009 due to malnutrition.
If we reduce underweight to 5% and stunting to 10%, it can reduce losses by ETB 148 billion by 2025.

Globally, millions of people suffer from different forms of malnutrition. According to global malnutrition
estimates, the prevalence of child stunting in 2019 was 21.3 per cent, or 144 million children. Although
there has been some progress, rates of stunting reduction are far below the level needed to reach the
World Health Assembly (WHA) target for 2025 and the SDG target for 2030.

In Ethiopia, despite some improved trends in all three nutrition indices over the last 14 years (2005 to
2019), with decline in stunting from 51 percent to 37 percent, underweight from 33 percent to 21 percent
and wasting from 12 percent to 7 percent, Ethiopia remains in a precarious situation. There are wide
regional differences in nutrition indicators, with regions, such as Amhara and Tigray, having the highest
percentages of stunting despite the fact that they have good agricultural yields.

The Government of Ethiopia has continued its commitment to nutrition by developing the National
Nutrition Program i.e., NNP II (2016 – 2020), Food and Nutrition Policy and Food and Nutrition strategy
(2021-2030), and the Seqota Declaration (SD) which is a high-level commitment declared in July 2015.

Seqota Declaration is the Ethiopian government commitment to end stunting by 2030. A fifteen-year
roadmap (2016 – 2030) outlining key strategic goal, objectives and implementation phases of the
SD was developed jointly by Implementing sector ministries namely Health, Agriculture, Irrigation
and Low land areas development, Water and Energy, Education, Women and Social Affair, Finance,
Transport and Logistics, and Science and Innovation sectors.
2 The First 1,000 Day’s Plus Public Movement for Social and Behavior Change Guideline

The 15-year Seqota Declaration Implementation Plan focuses on delivering high-impact nutrition-
specific, nutrition-sensitive, and nutrition smart infrastructure interventions across multiple sectors.
Recognizing that ending child malnutrition requires coordinated efforts from all stakeholders, the
declaration’s implementation plan emphasizes improving adolescent, infant, and maternal nutrition
increasing access to nutrient rich food all year round, improving access to water and hygienic services,
building resilient social protection systems, supporting the economic empowerment of women and
improving access to education, especially for girls.

The Seqota Declaration builds on and contributes to the accelerated implementation of the National
Nutrition Program (2016-2020) and the Food and Nutrition Strategy (2021-2030) and implements
multi-sectoral plan with nutrition-specific, nutrition-sensitive, and nutrition smart infrastructure
interventions over fifteen years (2016 - 2030).

The Seqota Declaration is being implemented in three phases. The Innovation Phase was implemented
from 2016 to 2020 to pilot innovative programs in 40 woredas along the Tekeze river basin in Amhara (27
woredas) and Tigray (13 woredas). Amhara and Tigray were targeted for the Innovation Phase because
the stunting burden in both regions was consistently above the national average 38% (EDHS 2016).
The Expansion Phase is being implemented starting from 2021 to 2025 and seeks to expand these
innovative pilot programs to additional 200 woredas and vulnerable communities. The Scale-up Phase
will take place from 2026 through 2030 and will scale these innovations nationally.

The SD Innovation Phase (2016 to 2020) included six innovations to catalyze the delivery of SD
strategic initiatives to reduce stunting. The Innovation Phase used existing multi-sectoral structures to
implement these innovations based on the “learning by doing” principle.

The six innovations are Program Delivery Unit (PDU), Data Revolution, Community Labs, Coasted
Woreda-based Planning (CWBP), Agricultural Innovation and Technology Centers (AITEC), and the First
1000 Days plus Public Movement.

1.1. Background
Improved social and behavior change communication (SBCC) strategies and approaches are essential
for increasing optimal nutrition practices, demand for services and commodities, and ultimately,
increasing utilization of services. Effective behavior change approaches must support activities that
target women’s nutrition for their own health, as well as their children’s health while addressing the
complex determinants that lead to improved behaviors. SBCC also must target other family members
including elders, men, Adolescents and school children, along with community leaders and change
agents, in order to reinforce consistent behaviors and promote healthy food, WASH, and nutrition
practices.1
The first 1000 day’s plus public movement for social and behavior change is a social mobilization
and SBCC movement to improve nutrition behavior for women and children during the critical 1000
days from pregnancy to age of 2 years and during adolescence to address issues that are related with
adolescent girl’s nutrition and education.

1 USAID Mult-sectoral nutrition strategy 2014 - 2025

 Committed to ending stunting in children under 2 years in 2030! 3

The public movement would focus on the systematic application of SBCC strategies to improve
nutrition behavior at the individual, community and social levels. The movement will target 40 SD
innovation Woredas and 200 Expansion phase woredas during Expansion phase implementation and
to be implemented by Seqota Declaration implementing sectors.

This public movement strategy will therefore provide a framework to implement a complex, multichannel
and multi-sectoral behavior change communication movement to end under 2 years child stunting. The
public movement will be implemented with different context of regions and socio-cultural situations
of the community. In the coming years this guide will be used by all food and nutrition implementing
sectors, regions and city administrations.

1.2. Lessons from the first 1000 days plus public movement during the innovation phase
The PDUs have used a 1000 days plus public movement strategy using Socio-ecological model which is a
conceptual model for understanding human development and implemented at all levels. This enabled
to create wide range of public movement for SBCC. In addition; Multi-sectorial SBCC mainstreaming
guideline was developed to support sectors in their planning in the context of SBCC and now sectors
have started to incorporate SBCC activities in their plan.

During the innovative phase Different social behavior change activities done through range of
interventions: at policy level different advocacy and lobbying activities done; Documentation portal
created to strengthen the information dissemination system: at service delivery level different
capacity building and awareness creation activities done at community and individual level using local
theater clubs, Religious leaders ,local structures found in each sector different social mobilization and
awareness creation activities done in promoting positive nutrition behavior.

Innovation Phase impact assessment conducted jointly with John Hopkins University showed significant
stunting reduction and prevention of child deaths where the SBCC interventions were among the
contributors for these achievements. Agricultural, nutrition, social behavior change communication
(SBCC), water, sanitation, and hygiene (WASH), and improvements in treatment of sick children
accounted for the greatest reductions in mortality. Agricultural interventions resulting in improved
coverage of complementary feeding among infants and young children averted the greatest number
of child deaths. SBCC targeting improved nutrition practices also contributed to reductions in child
mortality. Approximately a third of pregnant and lactating women were reached through the nutrition
BCC intervention, resulting in improvements in breastfeeding practices. SBCC to promote breastfeeding
was the 4th and 3rd most impactful intervention in Tigray and Amhara respectively. Increases in vitamin
A supplementation also reduced child deaths by reducing diarrhea-related mortality.

Based on the lesson from the Innovation Phase this guideline is revised to support newly joined
Seqota Declaration Expansion Phase and food and nutrition strategy implementing regions to develop
and implement contextualized strategy and to utilize this guideline.
4 The First 1,000 Day’s Plus Public Movement for Social and Behavior Change Guideline

1.3. Rationale
As part of the ‘Seqota’ declaration implementation; the Ethiopian government is implementing different
nutrition specific, nutrition sensitive and nutrition smart infrastructure interventions in collaboration
with different stakeholders to support realize the Food and Nutrition policy and Food and Nutrition
strategy and achive the ending stunting goal of the Seqota Declaration by 2030 and end all other forms
of malnutrition.

As it is clearly indicated in the Seqota Declaration 15 years road map and Innovation Phase & Expansion
phase investment plan, the effective implementation of the Seqota Declaration will be driven by
social behavior change communication (SBCC). This will bring major shifts in nutrition behavior across
society in the program implementing Woredas with special emphasis on improving nutrition behavior
for women and children during the critical 1,000 days from pregnancy to age 2 and beyond to promote
“nutrition through the life cycle” approach. This approach helps to deliver the right services and
messages to the right person at the right time using all relevant program platforms.

To this effect, the Federal PDU in collaboration with implementing sectors has developed the first 1000
day’s plus public movement for SBCC guideline to be used for the Expansion and Scale up phase of
the Seqota Declaration. The overall aim of the guideline is to guide the implementation of different
evidence driven social mobilization and behavior change communication activities to effect nutrition
behavior change at different levels.

Why We Focus on the First 1000 days Plus?

Good nutrition during the first 1000-day period, between the start of a woman’s pregnancy and her
child’s second birthday, is critical to the future health, well- being and success of her child. The right
nutrition during this window can have a profound impact on a child’s ability to grow, learn and rise
out of poverty. It also benefits society, by boosting productivity and improving economic prospects
for families and communities. When children start their lives malnourished, the negative effects are
largely irreversible. Pregnancy and infancy are the most important periods for brain development.
Mothers and babies need good nutrition to lay the foundation for the child’s future cognitive, motor
and social skills, school success and productivity.

However, the effectiveness of the first 1000 days plus public movement lies on the effective and
sustainable improvement of adolescent girls and women’s nutrition. This is the main reason why the
public movement used a plus sign to focus on issues related to adolescent nutrition and education.

The following are some of the major reasons why we should focus on the first 1000 plus days in our
SBCC efforts to address the problem of stunting:
ख़ The social and economic impact of under nutrition is high. The total annual cost of child under
nutrition was estimated at ETB 55.5 billion in 2009.
ख़ The 1,000-days are critical to the future health, wellbeing and success of a child.
ख़ Almost half or 45 % of child deaths are associated with undernutrition in Ethiopia.
ख़ Pregnancy and infancy are the most important periods for brain development.
ख़ Complex social and cultural beliefs in many developing countries put females at a disadvantage.
 Committed to ending stunting in children under 2 years in 2030! 5

ख़ A significant proportion begins childbearing during adolescence.

ख़ The high rate of malnutrition in adolescent girls increased risk of giving low birth-weight babies.
ख़ Working on adolescent girls may help us to break the vicious cycle of intergenerational malnutrition,
chronic diseases and poverty.
ख़ The economic return for investing on nutrition is huge. For every 1 USD investment on nutrition the
return is as high as 16 USD.
ख़ With the Innovation Phase investment in nutrition sensitive, specific and infrastructure interventions
supported by strong 1000 days plus public movement enabled to avert 109,831 children from
stunting and averted 1,031 child deaths in Tigray and Amhara.
ख़ Complementary feeding was the major intervention that contributed to stunting reduction based
on the SD Innovation Phase Impact study which shows the need for innovative SBCC interventions.

1.4. Scope
This guideline covers the first 1000 days plus public movement recommended SBCC nutrition activities
targeting pregnant mothers, lactating mothers, adolescents, children under 2 years aligned with the
context of national food and nutrition strategy and seqota declaration expansion phase.

1.5. Objectives
General objective: To guide the implementation of different evidence driven social mobilization and
behavior change communication first 1000 days plus public movement activities with guiding strategic
document.

Specific objectives:
ख़ To provide technical guidance on the implementation of the first 1000 days plus public movement
activities for regions, SD implementing sectors and development partners.
ख़ To serve as a capacity building tool for quality SBCC implementation for program implementers.

1.6. Users of this Guideline

Primary users:
ख़ All Food and Nutrition Program implementing sectors, development partners and other stakeholders
ख़ Experts from sectors and development partner organizations involved in planning, implementation,
monitoring and evaluation nutrition SBC.

Primary beneficiaries of the guideline: pregnant women, lactating mothers, grandmothers & husbands.

Secondary beneficiaries of the Guideline: The community.

 2
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 Committed to ending stunting in children under 2 years in 2030! 7

The Seqota declaration implementation plan required all the implementing sectors to develop and
implement a multi-channel social and behavior change communication (SBCC) movement by integrating
with their nutrition smart and specific interventions. However, it is very essential to understand the
SBCC context and capacity of these sectors to inform capacity building support and ensure that all of
the implementing sectors mainstream the public movement in their nutrition sensitive and specific
interventions.

To this effect, a rapid SBCC capacity & context assessment done in 4 of the SD implementing sectors
[BOARD, BOWR, BOLSA & BOE] with the objective of understanding the implementing sectors SBCC
context and capacity to mainstream and implement a multichannel public movement. The rapid
assessment found that the Public Relation (PR) and communication core process is responsible to
implement SBCC/communication activities in most of the sectors but the staffs lack the necessary
technical capacity to implement SBCC/the public movement using the acceptable standards and
implementation approaches. The following were the key gaps identified during the assessment:
ख़ SBCC activities are not being implemented using a standard SBCC guideline or approach.
ख़ Sector staffs lack the necessary technical capacity to design and implement SBCC.
ख़ No communication or SBCC structure at the woreda and Kebele levels.
ख़ There is no coordinating body to coordinate nutrition related SBCC activities among sectors.
ख़ Less /no separate structure to implement SBCC activities.
Another Capacity gap assessment done on SBCC for Health Interventions in Ethiopia: Survey of System,
Organizational and Individual Levels Capacities for SBCC conducted by Ministry of Health and UNICEF
shows:
ख़ The overall organizational & system level capacities of MOH for SBCC was satisfactory and most
Regional Health Bureaus (RHBs) have moderate organizational capacities for SBCC, however
capacity gaps pertaining to structure, Human resource and commitment to SBCC needs attention.
ख़ About two-third of front-line health professionals including HEWs working at district (woreda)
health offices and PHCU have low competencies to SBCC and the situation is worse for those
working in pastoralist settings.
ख़ The overall knowledge of front-line health actors to SBCC intervention was positively influenced by
provision of on-job trainings.
ख़ Most of the Health communication materials met quality standards yet some needs further
improvements.
According to the SD Phase 1 Baseline Survey findings, the Tekeze River Basin is an area of high need
and in turn, high potential for impact on stunting and other outcomes if strategies are effectively
scaled up. The Finding showed that Knowledge of good practices for child feeding is generally high
but households lack resources to implement practices. Cultural and traditional practices should be
addressed through the SBCC movement. When we see Mother/Caretaker’s exposure to SBCC community
interventions, it is very low and cooking demonstrations appear to be an effective way to engage
caretakers with new practices as attendees report trying promoted practices but more people must be
reached.
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 Committed to ending stunting in children under 2 years in 2030! 9

The goal of the First 1000 day’s Plus Public Movement is to bring about major shifts in nutrition behavior
for adolescent girls, PLW and its partners, grandparents and other community members in program
implementing woredas and support the multi-sectoral efforts to end stunting among children’s less
than two years by the year 2030.

To achieve this end, the public movement prioritized key behavior change focus areas to be
mainstreamed across the implementing sectors and other partners and call for social action on the
part of all stakeholders from individuals/families to communities and leadership at all levels. Below
is a summary of key behavior change focus areas.
1. Exclusive Breastfeeding practice for the first six month: The public movement will promote
exclusive breast-feeding practices for infants from birth to six months by engaging community level
workers (HEWs, AEWs, school communities, DAs & kebele level water experts) health care professionals,
religious leaders, women networks and others using simple, culturally appropriate messages and
stimulating regular dialogue at each level.

Specific Sub-Behaviors for EBF

ख़ Practice optimal breast feeding
፨ Timely initiation of breastfeeding within the first one hour
፨ Promotion of colostrum feeding
፨ Feed your baby only breast milk for the first six months, not even giving water to help your baby
to grow healthy and be strong
፨ Breast feed day and night on demand, for at least 10-12 times
፨ Continue breast feeding after 6 months with complimentary food
ख़ Correct positioning and attachment of a child to the breast
ख़ Avoid bottle feeding
ख़ Women consume an adequate diet, focusing on quantity and diversity during lactation as well
Maintain adequate hydration
ख़ Mother should eat two extra meals every day to maintain her health and the wellbeing of the baby.
ख़ Support mothers to participate in monthly growth monitoring and promotion at the health center
and community-based services.
ख़ Tackle existing harmful traditional practices (colostrum milk discarding, ‘kibe mawat’, putting dung
on umbilical cord’)
ख़ Visit health facility when the child is sick
ख़ Keeping personal hygiene (to keep the breast milk safe)
ख़ Promotion of child Immunization
10 The First 1,000 Day’s Plus Public Movement for Social and Behavior Change Guideline

2. Adequate Complementary Feeding practice: Complementary feeding means giving infants

other foods in addition to breast milk: the public movement prioritized complementary feeding for
children’s from 6-23 months as a behavior change focus area. The period of complementary feeding is
a time when young children are most vulnerable to under nutrition and consequent growth faltering.
The movement will implement a well-designed behavior change communication programs to achieve
behavior change in complementary feeding practices.
ख़ At 6 months of age breast milk alone will not be enough to satisfy the energy needs of the baby.
The gap in ‘energy needs’ must be filled with complementary foods
Specific sub-behaviors for complementary feeding
ख़ Initiation of complementary feeding at six-month, preparation of soft to semi-solid /solid foods.
ख़ Continue breastfeeding for two years and beyond
ख़ Provision of age-appropriate complimentary food with adequate frequency, amount, thickness/
consistency, safety and diversity for children at the age of six month.
ख़ Provision of meal from all food groups (consumption at least five out of eight defined food groups
per meal; animal source foods, cereals ,grains, roots and tubers, Vitamin A rich fruits and vegetables,
pulses (beans, peas, lentils, chickpeas),nuts and seeds.
ख़ Increase feeding when the child is sick
ख़ Promote the practice of active and responsive feeding
ख़ Practice good hygiene and proper food handling
3. Dietary diversity practice for adolescent girls and PLWs: The first 1000 day’s plus public
movement uses different SBCC approaches to effect behavior change to improve nutrition during
pregnancy and lactation such as interpersonal communication, media and social mobilization activities
at different levels using different behavior change communication platforms at different sectors.
Specific sub-behaviors for dietary diversity for adolescent girls
ख़ Promoting a healthy diet by increasing the diversity and amount of foods consumed
ख़ Production and consumption of nutrient dense foods (in micro-gardens) Consumption of animal
source food/proteins for adolescent girls
ख़ Discourage Poor quality diet (processed, packed, fried foods) and sweetened beverages
ख़ Promotion of micro-nutrient supplementation (WIFAS, Minerals)
ख़ Promotion of nutritional screening and counseling
ख़ Delay early marriage and the first pregnancy Use iodized salt
Specific sub-behaviors for dietary diversity for PLWs -
ख़ Promoting a healthy diet by increasing the diversity and amount of foods consumed
ख़ Promotion of nutritional screening and counseling
ख़ Promotion of adequate weight gain
ख़ Production and consumption of nutrient dense foods (in micro-gardens) Consumption of animal
source food/proteins for PLWs during fasting periods
 Committed to ending stunting in children under 2 years in 2030! 11

ख़ Eat a varied and diversified food with one extra meal every day (during pregnancy) and two extra
meals (during lactation) to maintain your strength and health
ख़ Ensure you have adequate weight gain through sufficient and balanced protein and energy intake
ख़ IFA supplementation /Take iron-folate tablets to prevent anemia during pregnancy and prevent
neural tube defects
ख़ Attending ANC at least 8 times (contacts)
ख़ Use iodized salt
ख़ Promote utilization of Insect side treated bed net (ITNs)
4. WASH: the movement will systemically implement advocacy, social mobilization including
community mobilization and behavior change communication activities to improve WASH behaviors.
All of the WASH implementing sectors will have to mainstream the WASH agenda in their nutrition
specific and sensitive interventions.

Specific sub-behaviors for WASH

ख़ Promotion of proper storage, utilization or use of water treatment methods
ख़ Hand washing at critical times (after toilet use, before preparing and eating food, before feeding
infants, after touching an animal, animal feed or animal waste)
ख़ promote proper hand washing practices
ख़ Consistent use of latrine
ख़ Separate animals house from human’s.
ख़ Safe disposal of infants/child feces
ख़ Giving priority for PLW on water scheme waiting lines
ख़ Proper disposal of dry and liquid wastes
5. Enhance the engagement of the faith, opinion and traditional leaders towards nutrient
dense food consumption during adolescence, pregnancy and lactation.:The public movement
will facilitate the greater involvement of the faith leaders to address the issue of pregnant and lactating
mothers’ consumption of nutrient dense diet and animal source foods and misconception related to
labor and delivery. The religious, traditional and influential community leaders will take the lead to
cascade teaching aids to educate the faith followers and sensitize priests, Imams, pastors and other
spiritual fathers and traditional and influential community to integrate the teaching while they meet
the community.

Specific sub-behaviors for the engagement of the faith, opinion and traditional leaders towards
nutrient dense food consumption during adolescence, pregnancy and lactation
ख़ Different Food taboos; during pregnancy restrict pregnant and lactating mothers not to feed
nutrient dense foods, PLW fasting, preference of nutrient dense foods to male.
ख़ Male eat first.
ख़ Promotion of nutrient dense foods through religious leaders, medias, traditional leaders and
elders, youth networks.
12 The First 1,000 Day’s Plus Public Movement for Social and Behavior Change Guideline

6. Enhanced Male Involvement: the public movement will promote the enhanced role of men in
ensuring optimal nutrition of PLW and under 2 children’s. The implementing sectors will make sure
that their nutrition specific and sensitive interventions are gender sensitive with particular emphasis
on enhancing the role of men in household nutrition security and child care practices. Husband
conferences and other community level interventions will be implemented using men development
armies (MDAs) as key agents of change.

Specific sub-behaviors for male involvement

ख़ Recognizing overburden women’s role (production, reproduction, child care, home care and social
role).
ख़ Redistributing of women role among the family member
ख़ Prevention of early marriage.
ख़ Prevention of teenage pregnancy.
ख़ Advance the perception of male on sharing domestic roles
ख़ Promotion of adolescent girl’s education.
ख़ Ensure role of men’s in family planning use and women’s access to other health services.
ख़ Ensure males engagement in women’s empowerment
ख़ Ensure women are empowered at all level in terms of Education, Economy, decision making and
saving powers etc.

3.1. The first 1000 days plus Public Movement SBCC Objectives
The priority behavior change focus areas identified are over-arching and serve to guide all interventions
of the implementing sectors and partner organizations. The following are the key communication
objectives to address the public movement goals.

Objective 1: Mainstream the First 1000 Day’s Plus Public movement in all food and Nutrition
implementing sectors and other implementing partners.

Objective 2: Enhance nutrition behavior of PLWs, adolescent girls & care givers

Objective 3: Strengthen the role of the faith leaders and community figures in overcoming cultural &
traditional hurdles that hinders child and PW/LW nutrition..

Objective 4: Enhance documentation and dissemination of best practices

 Committed to ending stunting in children under 2 years in 2030! 13

3.2. Audience Definition and Segmentation

The audience for the first 1000 plus day’s public movement comprised of different segments, each
with its own characteristics that requires specific approaches, information and motivation. The public
movement focuses on three primary and secondary (enabling) audiences.

The primary audiences are:

1. Pregnant Mothers
2. Lactating mothers
3. Adolescent girls or mothers –to-be
Enabling (secondary) audiences include:
1. Fathers or husbands
2. Grand parents
3. Religious and community leaders
4. Political leaders at all levels
Communication
Principles and
Communication
Tactics
Principles
and Tactics
4
 Committed to ending stunting in children under 2 years in 2030! 15

The first 1000 day’s plus public movement adopted a socio-ecological model for behavior change in
nutrition practices at the individual, community, service delivery and Enabling Environment levels.
The model allows reaching a variety of target audiences at different levels. The public movement will
initially focus on mainstreaming nutrition SBCC across all the implementing sectors by targeting the
gate keepers or sector leadership first which paves the way to reach community level influencers or
agents of change at different levels. The below diagram depicts how the public movement reaches its
primary target audiences through the different community level platforms or channels.

4.1. The first 1000 Days Plus movement for child nutrition: how the model works
The FNCOs, PDUs mobilize and other development partners should catalyze face-to-face contact with
households, to generate six key behavior changes beyond the BCC activities done using different
channels.
16 The First 1,000 Day’s Plus Public Movement for Social and Behavior Change Guideline

Diagram 1: Channels of influence/adapted from Kevin Steele, Big Win Philanthropy/

KPIs MEASURING PROCESS OUT COMES
SIX BEHAVIOR CHANGE PRIORITIES
Issue must determine Front line staff Households
1. Exclusive breast-feeding practice
KPIs and outcome Participants trained (face-to- engaged (face-to- Targets measured
for the first six months.
measures (face-to-face) face) face) by survey
2. Adequate complementary feeding
Breastfeeding e.g. % mothers
practice.
3. Dietary diversity practice for PLW
Complementary
4. Enhance the engagement of the feeding
faith, opinion and traditional
leaders towards nutrient dense Diverse diet PLW
food consumption.
5. Enhanced Male Involvement Enhanced engagement
of stake holders
6. Enhanced WaSH related Behaviors
Enhanced male
ONE AWARENESS PRIORITY
involvement
1. Awareness of stunting and the
WASH
1000 Days Plus message.

Must determine KPIs and outcome measures

How might gatekeepers be motivated to act?

WHAT MIGHT DIFFERENT GATEKEEPERS AGREE TO DO?
5. Political Power: this is backed by the DPM and Regional
ख़ THE MOST IMPORTANT “ASK” IS TO DEPLOY FRONT LINE
Presidents.
WORKERS FOR FACE TO FACE CONTACT AT LOCAL LEVEL.
Households will mostly change behavior with face to face 6. Recognition: their contribution will be publicly applauded
contact. 7. Connection to success: the Seqota Declaration program will
ख़ Other “asks” are to run events (training sessions, be a great success.
workshops, festivals, launches, etc.) and to place articles in 8. Relationship: they know and like the staffs
newsletters and the media.
9. Morality: this is the right thing to do for Ethiopia’s children.

At national level: Communications: At Regional Level:

Ministers, Communications work done by the PDU SBCC Advisors, FNCO, PR Sectors Bureau Heads,
Directors, Religious network and etc…, should be kept to a minimum (e.g. 10% of their time) Woreda Heads, Faith
institutions etc... Committee, etc...
Teachers

rmy
WaS

Influencers: Influencers:
nt A
H

Professional associations.
Wor

Champions and celebrities.

pme

rs
Fa

ker

ke
i

velo
th

or
s
an

W
n De
d

n
In

tio
st

c
e
itu

te
Wom

Ag rs
ro
tio

ric ne
lP

ult rt
na

Pa
cia

ure
lL

d
Ex an
So
ea

ten Os Influencers:
d

Influencers: sio NG
er

nW
ork Co-operative associations.
Training institutes. ers
Other
Health te sect
or)
Extens d Priva
ion Wo dia, an
rkers eA rt s, M e
(e.g. th

The Outcome:
Nutrition Behavior Change at Kebele Level
Model Nutrition Family

Influencers:
Private sector employers.
 Committed to ending stunting in children under 2 years in 2030! 17

The emphasis on key gatekeepers (front line workers) may enable the public movement use all available
community level SBCC resources and implement a targeted and specific face to- face communication
at the household and community levels. The more specific and targeted the communication, the
better: that is, the closer the communication can address the specific need of a specific audience, at
the specific time the information is needed, the more chance the communication will have an effect.

To influence change in nutrition behavior of the aforementioned target audiences it is important

to take advantage of the existing networks, systems and partnerships in the regions and Woredas.
Therefore, mobilizing the support of these networks and partnerships is critical to realize the goal of
the first 1000 day’s plus public movement. The following are some of the key networks and sectors
to be engaged throughout the course of the first 1000 day’s plus public movement implementation:

Health sector networks: The public movement will target HEWs as a primary channel of influence to
implement a variety of social mobilization and behavior change communication activities including
one-to-one counseling and group education through the use of 1:5 and 1:30 platforms or networks.
The HEWs will organize and facilitate PW, LW and husband conferences to influence positive behavior
change in nutrition. The HDAs will also be engaged and targeted by the movement to support the
efforts of the HEWs.

Agriculture Sector networks: The public movement is designed to improve dietary diversity, household
production and consumption behaviors in which the role of the agricultural extension workers is
crucial. The movement will build the capacity of AEWs to implement food demonstration, dietary
education and counselling at the community level [via 1:5 and 1:30 networks] and school level BCC
interventions.

Education Sector networks: school WASH is one of the main behavior change focus areas of the
public movement. There are many schools to be targeted by the movement in program supported
Woredas to improve WASH practices and nutrition behavior both at home and school. Building the
capacity of school mini-medias and school health clubs is key to stimulate school WASH and nutrition
SBCC activities. Teachers will also be targeted as they have a key role in coordinating school WASH,
and nutrition SBCC activities. School feeding, school gardening and mini media would be a primary
targeting area for promotion of nutrition practice in the schools.

Women’s networks: The movement also focused on addressing the gender equity and mainstreaming
issue as a cross cutting issue to achieve positive outcomes in all other behavior change focus areas
identified for the movement. The public movement will mobilize by the support of the women’s
associations. The regional women’s and children’s affairs will take a leading role to coordinate the
efforts of the movement to address gender and nutrition agendas using different level of women
affairs structure including women development armies

Political networks: The public movement will work closely With Deputy PM and excellency ministers at
federal level and the office of the president at regional level to mobilize the support of senior political
leaders at the federal, regional, zonal, woreda and kebele levels. Most of the movement advocacy efforts
will direct towards program implementing sector leaders, regional and woreda council members, and
other political figures with a power to influence policy regulations and decision making.
18 The First 1,000 Day’s Plus Public Movement for Social and Behavior Change Guideline

Religious networks: The public movement will closely work with Religious Networks to work on the
Cultural, at federal and regional religious and traditional barriers for nutrient dense foods consumption
for pregnancy, lactation and children. During the innovative phase Amhara and Tigray regional PDUs
has already established a strong partnership with the faith leaders at regional level to implement
nutrition SBCC activities.

Celebrity champions: The movement will appoint a good will ambassador for nutrition to add
credibility, interest and media value to the campaign’s communications. Federal Regional, zonal and
woreda administrators, and other well-known individuals such as football players, athletes , Artists ,
role models in Hygiene and feeding practice ,and good will ambassadors in aiding, private business
owners etc would also be considered as a champion of the movement.

Media: The first 1000 day’s plus public movement will build a strong partnership with national, Regional,
local Medias and community Medias. The movement will also consider mobile Health messaging and
other new technology applications to disseminate nutrition related messages.

Development Partners: It is important to recognize the role of Development partners in supporting the
first 1000 day’s plus public movement. These partners will be involved in the the first 1000 day’s plus
public movement technical working group as a sub-task force for the federal and regional nutritiontask
force at the federal and regional health bureau.
SBCC Strategies,
Platforms and 5
SBCC strategies,
Channels
platforms and
Channels
20 The First 1,000 Day’s Plus Public Movement for Social and Behavior Change Guideline

The first 1000 day’s plus public movement will employ different categories of SBCC strategies that
are proved to be effective in promoting positive Nutrition practices during the first 1000 days from
pregnancy to age 2 and beyond. The SBCC approaches are: Advocacy, Social mobilization & BCC. The
following are the major categories of SBCC approaches to be implemented by the SD implementing
sectors:

Advocacy
ख़ Learning journeys to sector leaders
ख़ Post journey commitment or assignment for leaders
ख़ Advocacy workshops
ख़ Individual advocacy

Community or social mobilization

ख़ PW, LW and husband conferences
ख़ CLTHS Conferences
ख़ Community conversation sessions
ख़ Nutrition & WASH campaign
ख़ Special days such as world breast feeding week, March 8 and other Community events

Interpersonal Communication
ख़ Nutrition counseling at HFs by HCPs
ख़ Counseling in communities by HEWs, AEWs & DAs
ख़ Home based counseling or home visit for pregnant and lactating women’s

Group Education
ख़ Group health & nutrition education in HFs
ख़ Community nutrition and WASH education including food demonstrations
ख़ Nutrition and WASH education in schools

Media
ख़ Mass media [local FM radios and television]
ख़ School mini-medias
ख़ Open air (street) advocacy to transmit messages using( town criers, microphones and other sound
instruments)
ख़ Developmental theatre by local artists and brand song for 1000 days movement
ख़ Digital media and technologies using mobile applications, Documentation portal, websites and

Pico projectors.
Strategic
Objectives,
Outcomes, 6
Strategic Objectives,
Outputs andOutputs
Outcomes,
Major Activities
and Major Activities
22 The First 1,000 Day’s Plus Public Movement for Social and Behavior Change Guideline

Objective 1: Mainstream the First 1000 Day’s Plus Public movement in all food
and Nutrition implementing sectors and other implementing partners.

Strategic Initiative 1.1: Establish/strengthen a platform at all levels to implement the first 1000 days
plus public movement.

Outcome: Food and Nutrition & the first 1000 day’s plus public movement become mainstreamed
in all activities of the food and nutrition implementing sectors, the media, civil societies & other
implementing partners at the region and program implementing woreda level.

Outputs:
ख़ The first 1000 day’s plus public movement officially launched at the federal, regional, zonal, woreda
and kebele level.
ख़ Federal, Regional, zonal woreda and kebele level public movement task force comprised of key
stakeholders established.
ख़ Advocacy and sensitization workshops conducted for key political figures, Medias, civil societies,
partners and other gatekeepers.
ख़ Learning journey organized and conducted for key political figures.
ख़ Regional media, religious & PR forums organized or strengthen according to the regional context.

Major Activities:
ख़ Launch the first 1000 day’s plus public movement officially at the Regional, zonal, woreda and
kebele level in the presence of government officials, religious leaders, CSOs, sectors, religious &
other network & forum representatives and other key stakeholders and community members.
ख़ Establish/strengthen functionality of the federal, Regional, zonal, woreda and kebele level 1000 day’s
plus public movement communication work group in which key nutrition program stakeholders
and leaders of food and nutrition implementing sectors are to be engaged.
ख़ Conduct advocacy and sensitization workshops at different levels (region, zone, woreda and
kebelle) targeting gatekeepers and decision-makers including political leaders, council members,
and different networks in key implementing sectors.
ख़ Organize learning journey to program supported regions, zones and Woredas for the key gatekeepers
identified.
ख़ Establish a communication task force for the pubic movement at Regional, zonal, woreda and
kebele level in which key stakeholders are included.
ख़ Provide capacity building training on multi-sectoral SBCC mainstreaming guideline at all level.
ख़ Check each sector has mainstreamed SBCC in sector plans to promote context specific stunting
prevention interventions.
ख़ Monitor performance based on multi-sectoral mainstreaming score card.
 Committed to ending stunting in children under 2 years in 2030! 23

Objective 2: Enhance nutrition behavior of PLWs, adolescent girls & care givers

Strategic Initiative 2.1: Build SBCC Capacity

Strategic Initiative 2.2: Ensure the Provision of quality nutrition counseling, group education, and
social mobilization at all levels

Strategic Initiative 2.3: Development, validation and dissemination of SBCC materials or products

Outcomes: Adolescent girls, pregnant women, lactating mothers and their partners will be reached,
demonstrate understanding and adoption of appropriate behaviors and practices.

Outputs:
ख़ The regional PDUs and FNCOs communication unit equipped with the necessary communication
materials.
ख़ School health clubs’ coordinators trained.
ख़ Inter personal communication skill training provided for frontline workers (HCPs, HEWs and AEWs)
ख़ Regular nutrition and hygiene counseling conducted at the HFs and community levels
ख़ SBCC materials, manuals and aids provided
ख़ Social mobilization sessions conducted at different levels.
ख़ SBCC materials developed/adapted and disseminated using the appropriate media
ख़ Regular group education provided.

Major Activities:
ख़ Interpersonal communication
፨ Train frontline workers (health care providers, HEWs, AEWs teachers, and others) to improve
interpersonal communication and counseling skills.
፨ Organize HEWs led multi-sector agents home visits to households with pregnant and lactating
mothers.
፨ Strengthen Provision of nutrition and WASH counseling for pregnant and lactating women’s
during health facility visit.
፨ Provide counseling aids, manuals and group education materials
ख़ Community/Social Mobilization
፨ Activate community level networks to meet regularly to discuss nutrition and WASH agendas.
፨ Conduct PW, LW and Husband conferences on a regular basis by focusing on behavior change
focus areas identified for the public movement.
፨ Conduct food demonstration session both at the community, facility (health, FTC, school) levels.
፨ Activate and strengthen hygiene and Sanitation (CLTHS) conference and other new approaches.
፨ Conduct community conversation (CCs) in which nutrition and the public movement are the
main agendas.
24 The First 1,000 Day’s Plus Public Movement for Social and Behavior Change Guideline

፨ Organize community and school level nutrition and hygiene events, health bazars(breast
feeding week, Water week, Hand washing week, Women’s day events)
፨ Appoint champion of nutrition for the 1000+ day’s nutrition movement.
ख़ Working with artists, local art clubs Media
፨ Train media professionals to strengthen nutrition programming capacity
፨ Develop and provide nutrition related tool kit and training for media professionals
፨ Develop and disseminate messages on each behavior change focus areas of the public
movement.
፨ Provide training for school mini-media and club coordinators (teachers) to activate school
mini-medias to support the public movement.
፨ Support the production of theatre on key behavior change focus areas.
፨ Support the production of 1000 days’ plus public movement brand song.
ख़ Group Education
፨ Conduct regular nutrition and hygiene education at health facilities
፨ Conduct regular visit to schools by HEWs to provide nutrition and hygiene education.
፨ Conduct group health education sessions at the community level by HEWs, AEWs and DAs.
፨ Develop materials and tools such as tool kits, key messages for school club and mini media
coordinators
ख़ Train implementing sectors PRs, communication experts, champion CSOs or NGOs experts and
TWG members on SBCC design, implementation, monitoring and goal-oriented review.
ख़ Train school health club coordinators (teachers) to integrate nutrition and hygiene SBCC in to
school health clubs’ activities.

Objective 3: Strengthen the role of the faith leaders and community figures
in overcoming cultural & traditional hurdles that hinders child and PW/LW
nutrition.

Strategic Initiative 3.1: Enhance engagement of faith leaders and community figures to address the
Cultural and traditional barriers for nutrient dense foods consumption during pregnancy and lactation

Outcome: Nutrition behavior related religious and cultural barriers minimized in the target community

Outputs:
ख़ Faith leaders sensitized and nutrition integrated in to existing religious programs.
ख़ Nutrition related behaviors will be integrated in to regular preaching integrate on of PLW and
under 5 children
ख़ Develop/adopt and disseminate materials, teaching aids and guides for faith leaders and
community figures
 Committed to ending stunting in children under 2 years in 2030! 25

Major Activities
ख़ Sensitize faith leaders and community figures to integrate nutrition and related traditional practices
in their preaching and teaching program
ख़ Develop and disseminate different teaching aids and guides down to the program supported
Woredas.
ख़ Follow up and monitor the regular teaching on nutrition and related traditional practices in all the
religious institutions in program supported Woredas.

Objective 4: Enhance documentation and dissemination of best practices

Strategic Initiative 4.1: Best practices and lessons scaled up

Outcome: An innovative documentation and dissemination of 1000 days movement data and best
practices developed.

Outputs:
ख़ Best practice guide developed and disseminated.
ख़ Annual SBCC best practice forum undertaken.
ख़ Best practices and lessons learned documented and shared.

Major Activities
ख़ Establish a system at all levels to document and communicate best practices [ develop a best
practice guide]
ख़ Organize annual forum to share evidence and SBCC best practices
ख़ Document best practices using different channels
ख़ Experience sharing visit conducted to best practice implemented areas
ख़ Recognize and award areas where best practices implemented woredas
The First 1,000 day’s
Plus Public Movement
Implementation
Strategy &
The first 1000 day’s
Coordination
plus public Movement
Implementation strategy
& Coordination
7
1000
Day’s
1000 Day’s
’s
1000 Day

1000
1000 Day’s
Day’s
 Committed to ending stunting in children under 2 years in 2030! 27

7.1. Implementation strategy

The first 1000 day’s plus public movement will be implemented as a multi-channel communication
strategy to bring about shifts in nutrition behavior at different levels of the society in which the
involvement of the target audiences is ensured. The movement would focus on the development,
production and dissemination of sector specific social behavior change communication (SBCC) activities
and materials to promote and support the adoption of “small do-able” actions. The movement will
ensure its effective implementation by mainstreaming the public movement in to the sectors nutrition
specific and sensitive interventions.

7.2. The first 1000 day’s plus public Movement Coordination

The first 1000 day’s plus public Movement activities will be coordinated by Food and Nutrition
Coordination platform/ the Program Delivery Unit / based on the existing structure and downwards
with the regional, Zonal, Woreda, kebele & community level structures of the defined & existing sectors.

The first 1000 day’s plus public Movement Communication Technical Working Group under the nutrition
technical committee (NTC) coordinates or leads the social and behaviour change communication (SBCC)
activities of the public movement of the Seqota declaration innovative phase documentation and
Expansion phase implementation. The TWG is composed of 2 members from Nutrition coordination
office,RHB (Nutrition case team, Health education and promotion case team), 1 Gender expert form
from women and social affairs bureau, 1 communication expert from communication Bureau, 1
representatives from each food and nutrition implementing sectors, and Representatives of SBCC
experts which will be represented by one of the SD implementing sectors as a convenor. The TWGs
meets based on developed ToR to discuss and review the 1000 days plus public movement activities.

The regional / City administration Food and Nutrition Coordination platform/ Seqota Declaration
program delivery units and will monitor the progress made by the sectors and provides ongoing technical
assistance and guidance to the implementing sectors and the TWG. The program implementing Woredas
will be supported to establish public movement technical committees to lead and coordinate the
movement and enhance the role of community and facility level frontline workers at the implementing
woreda’s in realizing the goals of the movement and bring about the desired behavior change in
nutrition practices. HEWs, AEWs, HDAs, DAs, health care professionals, teachers and other community
level networks will implement community and facility level 1000 day’s plus public movement activities.
 Monitoring and
Monitoring and
Evaluation
Evaluation
8
 Committed to ending stunting in children under 2 years in 2030! 29

The monitoring and evaluation system of the movement will have four activities- baseline assessment,
midterm and final evaluation, performance monitoring, and annual performance reviews to track
and evaluate the performance of the first 1000 days plus public movement. The federal & regional
Seqota Declaration program MEL advisors and MEL Advisors in the food and Nutrition coordination
offices will coordinate the overall monitoring and evaluation of the movement activities using the
directions and oversight provided by the regional 1000 days plus public movement SBCC advisor at
PDU and communication/SBCC expert at the food and Nutrition Coordination platform. The 1000+
day’s movement activities will be monitored through the following activities:
1. Baseline assessment
2. Annual planning and target setting exercise
3. Supportive supervision [Quarterly]
4. Performance review meeting [Quarterly]
5. Annual SBCC best practice forum
6. Learning strategies and learning journey
7. Data dissemination and use:
፨ Periodic reporting (monthly, quarterly, Semi- annual and annual)
፨ Data analysis and use at and all levels for programmatic decision making
8. Midterm and Final evaluations
The regional Monitoring & Evaluation Advisor & SBCC Advisor/officers will support sectors in
implementing Zones/Sub cities/Woredas and the TWG to establish a harmonized and standardized
reporting mechanism for the first 1000 day’s plus public movement. The regional/city administration
PDUs/ Food and nutrition Coordination platform will compile and submit reports to the federal team
on a quarterly, Semi-annual and annual basis.
 30
8.1. Strategic Objectives, Outcomes, Outputs and Major Activities, and Indicators

Objective 1: Mainstream the First 1000 Day’s Plus Public movement in all food and Nutrition implementing sectors and other implementing partners.

Strategic Initiative 1.1 Establish/strengthen a platform at all levels to implement the first 1000 days plus public movement.
Collaborating
Level of Data Sector/ Frequency of
Outcomes Indicators Data Source Collection Lead Sector Institutions reporting
Outcome 1: Food and Nutrition Number of Sectors mainstreaming Annual Federal and MoH/NCO, SD FN Annually
& the first 1000 day’s plus public the first 1000 days plus public Reports/ Region/City FPDU/ implementing
movement become mainstreamed in movement. Assessments administration/ sectors
all activities of the food and nutrition Zone/Sub city/
implementing sectors, the media, Woreda.
civil societies & other implementing FNS organizational and Evaluation Federal and MoH/NCO,SD FN Midterm/Final
partners at the region and program management systems reviewed, reports Region/City FPDU/ implementing Evaluations
implementing woreda level. revised for the implementation administration/ sectors
of the first 1000 days plus public Zone/Sub city/
movement. Woreda.
Number of key influential figures FNS reports Federal and MoH /NCO, SD FN Quarterly
or gatekeepers sensitized or Region/City FPDU/ implementing
engaged on the first 1000 days administration/ sectors
plus public movement guideline Zone/Sub city/
Woreda.
Outputs: Number of public movement FNS reports Federal/ MoH /NCO, SD FN Quarterly
task force comprised of key Region/Zone/ FPDU/ implementing
The First 1,000 Day’s Plus Public Movement for Social and Behavior Change Guideline

stakeholders established. Woreda sectors

Number of Advocacy and FNS reports Federal/ MoH /NCO, SD FN Quarterly
sensitization workshops Region/Zone/ FPDU/ implementing
conducted for key political Woreda sectors
figures, Medias, civil societies,
partners, and other gatekeepers.
Number of high-level advocacy FNS reports Federal / MoH /NCO, SD FN Quarterly
session conducted Regional FPDU/ implementing
sectors
Objective 1: Mainstream the First 1000 Day’s Plus Public movement in all food and Nutrition implementing sectors and other implementing partners.

Strategic Initiative 1.1 Establish/strengthen a platform at all levels to implement the first 1000 days plus public movement.
Collaborating
Level of Data Sector/ Frequency of
Outcomes Indicators Data Source Collection Lead Sector Institutions reporting
Outputs: Number of Learning journey FNS reports Federal / MoH /NCO, SD FN Biannually
organized and conducted for key regional/ FPDU/RPDU implementing
political figures. woreda sectors
Number of Regional media, FNS reports Regional MoH /NCO, SD FN Quarterly
religious & PR forums organized FPDU/RPDU implementing
and conducted sectors

Objective 2: Enhance nutrition behavior of PLWs, adolescent girls & care givers

Strategic Initiative 2.1 Build SBCC Capacity.

Strategic Initiative 2.2 Ensure the Provision of quality nutrition counseling, group education, and social mobilization at all levels

Strategic Initiative 2.3 Development, validation and dissemination of SBCC materials or products
Collaborating
Level of Data Sector/ Frequency of
Outcomes Indicators Data Source Collection Lead Sector Institutions reporting
Outcome 1: Improved infant and Percent of children born in the EDHS Survey Regional/ MoH FN Yearly
young child Feeding Practices last 24 months put to breast report Woreda Level Implementing
within one hour of birth sectors
Percent of infants 0–5 months EDHS Survey Regional/ MoH FN Yearly
of age who fed exclusively with report Woreda Level Implementing
breast milk sectors
percent of children 6–23 months EDHS Survey Regional/ MoH FN Yearly
of age who receive foods from 4 report Woreda Level Implementing
Committed to ending stunting in children under 2 years in 2030!

or more food groups sectors

Percent of children 6–23 months EDHS Survey Regional/ MoH FN Yearly
who receive minimum acceptable report Woreda Level Implementing
31

diet (apart from breast milk) sectors

 32
Objective 2: Enhance nutrition behavior of PLWs, adolescent girls & care givers

Strategic Initiative 2.1 Build SBCC Capacity.

Strategic Initiative 2.2 Ensure the Provision of quality nutrition counseling, group education, and social mobilization at all levels

Strategic Initiative 2.3 Development, validation and dissemination of SBCC materials or products
Collaborating
Level of Data Sector/ Frequency of
Outcomes Indicators Data Source Collection Lead Sector Institutions reporting
Outputs: Number of regional PDUs and Routine Regional/ MoH FN Biannually
FNCOs communication unit Woreda Level Implementing
equipped with the necessary sectors
communication materials.
# Of frontline workers trained on Routine Regional/ MoH FN Biannually
Interpersonal communication Woreda Level Implementing
skill (HCPs, HEWs and AEWs) sectors
# Of School health clubs’ Routine Regional/ MoH FN Biannually
coordinators trained on Nutrition. Woreda Level Implementing
sectors
# Of Social mobilization sessions Routine Regional/ MoH FN Biannually
conducted at different levels. Woreda Level Implementing
sectors
The First 1,000 Day’s Plus Public Movement for Social and Behavior Change Guideline
Objective 3: Strengthen the role of the faith leaders and community figures in overcoming & traditional hurdles that hinders child and PW/LW nutrition.
Enhance engagement of faith leaders and community figures to address the Cultural and traditional barriers for nutrient dense
Strategic Initiative 3.1 foods consumption during pregnancy and lactation
Collaborating
Level of Data Sector/ Frequency of
Outcomes Indicators Data Source Collection Lead Sector Institutions reporting
Outcome 1: Nutrition behavior Percent of religious leaders Midterm Federal/ MoH /NCO, SD FN Midterm
related religious and cultural barriers influencing positive decisions on and Final Region/ Zone/ FPDU/RPDU Implementing and Final
minimized in the target community preventing stunting in children 0 Evaluations Woreda sectors Evaluation
to 24 months.
Outputs: # of Faith leaders sensitized to Routine Federal/ MoH /NCO, SD FN quarterly
integrate nutrition in to existing Reports Region/ Zone/ FPDU/RPDU Implementing
religious programs Woreda sectors
# of teaching aid and SBCC Routine Federal/ MoH /NCO, SD FN quarterly
martials distributed for faith Reports Region/ Zone/ FPDU/RPDU Implementing
leaders and community leaders Woreda sectors

Objective 4: Enhance documentation and dissemination of best practices

Strategic Initiative 4.1 Best practices and lessons scaled up

Collaborating
Level of Data Sector/ Frequency of
Outcomes Indicators Data Source Collection Lead Sector Institutions reporting
Outcome 1: An innovative # Of national research agenda’s Assessments Federal/ MOH FN Bi-annually
documentation and dissemination of crafted and documented on Regional/Zonal Implementing
1000 days movement data and best the First 1000 days plus public sectors
practices developed. movement informing programmes
and activities
Outputs: # Of best practices forum Routine Federal/ MoH /NCO, SD FN quarterly
conducted on SBCC Reports Region/ Zone/ FPDU/RPDU Implementing
Committed to ending stunting in children under 2 years in 2030!

Woreda sectors
33
 Sustainable
Sustainable
Financing
Financing
9
 Committed to ending stunting in children under 2 years in 2030! 35

The activities will be part of the Expansion and Scale Phases investment plan of Seqota declaration.
Therefore, the government, development partners, the community and different civil society
organizations will support its implementation.

The government will contribute in financing by allocating and committing treasury budget at federal
and regional, or city administration level, by showing its ownership to SBCC activities and leading SBCC
planning, monitoring and Evaluation as well by mobilizing resources Domestically using volunteer
community networks and other networks.

The development partners will contribute by Joint financing SBCC interventions; in capacity building;
Production of SBCC materials; Deployment of technical partners and assistances to support the
documentation of innovative approaches for scale up and other SBCC activities.

The Media will contribute by showing the impact of disseminating tailored SBCC messages to the
community for behavior change and taking its social responsibility by airing different BCC interventions
freely by their media as well advocating for change.

Faith leaders, traditional, community leaders, private companies and known people will highly
contribute for SBCC financing by mobilizing the community and faith followers towards positive
Nutrition behavior change using their influential and acceptance power.
36 The First 1,000 Day’s Plus Public Movement for Social and Behavior Change Guideline

References
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